HONDA CITY LAUNCH CAMPAIGN

Honda Pakistan introduced the much-anticipated 6th Generation Honda City after more than a decade. With the legacy of being the most loved sedan, expectations were high for the new variant. The brand aimed to amplify the buzz whilst repositioning the car for the young male audience as well, beyond its conventional perception as a family sedan, associated with working women.

ROLE

Creative Direction, Campaign Concept, Script, Copywriting, produced a video moodboard to visualise the ad film.

THE CHALLENGE

Honda Pakistan prepared to launch the 6th Generation Honda City into a market freshly influenced by its competitor Toyota Yaris’ youthful and successful campaign. Expectations were high, and the challenge was to outperform the competitor’s buzz and reposition Honda City as a stylish, and aspirational sedan for young adults, expanding beyond its conventional perception of a family sedan.

THE OUTCOME

We began with the concept ‘Luxury and Style Reimagined’, since the upcoming new model was a complete revamp of its predecessor in terms of design, smart features and comfort. Initial impressions were based solely on images as the car had yet to be delivered for a test drive. But once we experienced the new model, we realised that it was offering remarkable luxury, with all-new smart features, and a much sporty, contemporary looking design. Hence, the campaign line evolved into ’City Has Taken Over’, capturing its dominance in luxury and innovation.

For Pre-hype, we leveraged user-generated content in the campaign teaser, integrating real-time comments from socials, transforming public curiosity into part of the story.

The campaign’s upbeat, anthem-like soundtrack was produced in collaboration with French music producer Les Cosmonotes. The music captured the bold, youthful, and confident energy of the new Honda City, establishing it as the sedan that leads with style, innovation, and attitude.